Providing small business owners with the confidence and support needed to transform bold business ideas into reality.
ANZ, in collaboration with PHD, Thrive PR and Special, has launched 'ANZ Business Start Right', an initiative designed to empower more than 400,000 Australians who start their own small businesses each year.
ANZ customer research shows that aspiring business owners tend to focus more on potential challenges of running a business than on the opportunities for success.
This insight inspired ANZ to develop a campaign which seeks to transform uncertainty into action by shifting mindsets, encouraging people to take meaningful steps towards achieving their goals.
The ANZ Business Start Right campaign highlights some of the experiences of successful ANZ small business customers, sharing their challenges and insights to inspire future entrepreneurs.
"Starting a business is not just a transactional investment; it’s a transformative journey," said Lucy Gribble, head of commercial marketing at ANZ.
"For many sole traders and partnerships, entering the business world can be an exciting but challenging experience. Business owners often see banks as a source of funding, rather than as a trusted partner for guidance and long-term success.
"ANZ is here to support small business owners, which is why we launched this initiative to empower entrepreneurs at every step. It includes a resource-rich content hub, re-training our business bankers to offer guidance from the beginning, and an inspirational new social media campaign to motivate action.
"Our business banking team is committed to supporting new business owners through the challenges and triumphs of their business journey, offering them the personal and technical support they need to start right."
"We recognise that this process begins before business owners even think about engaging our experts, so we’re sharing the success of our small business customers to inspire Australia’s future business starters to switch their mindset from what is the worst that could happen to what’s the best that could happen."
The integrated campaign will be brought to life across OOH, TV, audio, TikTok, Meta, Pinterest, You Tube, Google and amplified in earned media with a sustained storytelling strategy.
Credits:
Client: ANZ
Creative Agency: Special
Production Company: Good Oil
Media Agency: PHD Australia
PR and Content Agency: Thrive PR
Social and Content Creative Agencies: Dave Clark Design, Keep Left
Audio Creative Agency: Eardrum
